Understanding the bilingual search behavior in Costa Rica is crucial for businesses targeting both local and international audiences. Spanish and English users often approach online searches with different expectations, priorities, and decision-making processes. Ignoring these differences can result in missed leads, lower conversions, and wasted marketing budget.
Spanish searchers typically use shorter queries, prioritize mobile-friendly sites, and rely on local reviews or social recommendations. English searchers often conduct longer research, prefer desktop browsing, and value detailed guides and comparisons.
This article breaks down how Spanish and English searchers differ, provides actionable strategies for optimizing bilingual SEO, and shows how Costa Rican businesses can leverage these insights to boost traffic, engagement, and revenue.
Transactional vs Informational User Intent
English Searches – Extended Research Phase
English-speaking users in Costa Rica tend to perform in-depth research before making decisions. Data from recent multilingual SEO studies indicate that 65–70% of English searches happen on desktop devices, with queries averaging 6–7 words per search. Users are highly information-driven, often reading guides, reviews, and comparison content before converting.
Businesses targeting English users must create comprehensive, detailed content that anticipates questions, highlights benefits, and showcases credibility. For example, a luxury hotel in Manuel Antonio saw a 120% increase in direct bookings after publishing long-form English guides detailing attractions, transport, and seasonal tips.
Spanish Searches – Shorter Decision Cycle
Spanish-speaking users behave differently. They rely heavily on mobile devices (~60% of searches) and often make faster decisions, guided by local social proof, Google Maps reviews, and recommendations. Queries are typically 3–4 words long, like “hoteles Manuel Antonio Costa Rica,” reflecting urgency and direct intent.
For local businesses, optimizing Google Business Profiles, leveraging WhatsApp for quick inquiries, and featuring concise, persuasive content is essential. A dental clinic in San José, for example, increased appointment requests by 180% after optimizing its Spanish website content and Maps listing.
Search Query Patterns: What Each Language Actually Types
English User Intent Search Patterns
English-speaking users typically enter longer, more specific queries, often including location, features, and audience. Examples:
- “Best eco-lodges in Costa Rica for families”
- “Luxury surfing resorts near Playa Hermosa Costa Rica”
These users are in the extended research phase, expecting detailed content, clear comparisons, and authoritative sources.
Spanish User Intent Search Patterns
Spanish queries are shorter and more transactional, with a direct focus on the product or service:
- “hoteles Manuel Antonio”
- “clínicas dentales San José”
The shorter, more mobile-centric searches indicate higher immediate purchase intent.
Purchase Intent Signals Vary Dramatically by Language
English searchers often engage with multiple sources, comparing options, reading reviews, and considering international perspectives. Spanish searchers, however, respond strongly to local credibility and trust signals.
For example:
- English users expect verified reviews, long-form guides, and professional visuals.
- Spanish users trust local testimonials, social recommendations, and map listings.
Recognizing these differences allows businesses to tailor content, CTAs, and landing pages for each audience effectively.
Mobile vs Desktop User Intent Splits by Language
Data reveals a strong device preference split:
- English: 65–70% desktop usage
- Spanish: 60% mobile usage
Desktop users spend more time on content, requiring in-depth guides, while mobile users prefer concise, actionable content. Businesses should implement responsive design, fast-loading pages, and easy tap targets for mobile users.
Local Business Discovery: Google Maps vs Social Recommendations
Spanish-speaking users heavily utilize Google Maps, local listings, and WhatsApp for inquiries. English-speaking users prefer Tripadvisor, blogs, and curated guides.
Optimizing Google Business Profiles for both languages is essential. Ensure location pages, reviews, and business hours are accurate and bilingual.
Trust Signals That Matter by Language
- English users: certifications, industry awards, reviews on authoritative platforms
- Spanish users: local testimonials, photos of staff, social proof on social media
Practical Implementation: How to Optimize for Both
Optimizing for both Spanish and English users in Costa Rica requires a thoughtful approach that balances technical SEO, content strategy, and user experience.
User Intent Analysis – Technical Foundation
First, it’s important to set a strong technical foundation. Proper implementation of hreflang tags ensures that search engines understand which pages are intended for Spanish versus English audiences, preventing duplicate content issues.
Whether you choose separate URLs, subfolders, or subdomains, make sure each page clearly signals its language and region. This also helps Google show the right version to the right user, improving engagement and conversions.
Keyword Strategy
When it comes to keyword strategy, you can’t simply translate content from one language to another. Spanish users often use short, transactional queries, while English users tend to conduct longer, research-oriented searches.
This means that your keyword mapping should account for these differences, targeting localized Spanish terms for immediate intent and more descriptive English phrases for users who are in the research phase. By understanding how each audience searches, you can craft content that speaks directly to their behavior and expectations.
Content Approach
The content itself also needs careful adaptation. For English-speaking users, comprehensive guides, comparison articles, and downloadable resources work best, as they want detailed information to make informed decisions.
Spanish content, on the other hand, should be concise, easy to scan, and mobile-friendly, highlighting local trust signals like reviews, testimonials, and maps. This approach ensures that both groups can quickly find the information they need and take action without frustration.
Conversion Optimization
Finally, conversion optimization must be tailored to language-specific behaviors. Spanish users often interact on mobile and respond well to simple, immediate CTAs, like a “Call Now” button or WhatsApp inquiry.
English users, browsing on desktop, may appreciate more in-depth lead magnets or contact forms that allow them to request consultations or download guides. By aligning your CTAs and user flow with each audience’s preferences, you maximize the chances of turning visits into meaningful engagement and sales.
Common Mistakes Costa Rican Businesses Make
From our experience at Valde Media working with Costa Rican businesses, we often see recurring mistakes in bilingual SEO strategies. Many companies either neglect proper language targeting, duplicate content across Spanish and English pages, or fail to optimize for mobile users.
These oversights can lead to missed opportunities, lower conversions, and inefficient marketing spend. Addressing these issues early ensures a smoother experience for both local and international audiences and significantly improves search performance.
- Ignoring bilingual SEO entirely
- Using identical content for both languages
- Neglecting mobile optimization for Spanish users
- Not leveraging Google Maps or local reviews
Avoiding these mistakes can dramatically improve engagement and conversions.
User Intent Analysis: One Country, Two Completely Different Search Behaviors
Costa Rica may be a single country, but its bilingual search audience behaves in two distinctly different ways. Spanish and English users have unique query patterns, device preferences, purchase intents, and content consumption habits. Spanish-speaking users often search on mobile devices, use shorter, more transactional queries, and rely heavily on local reviews, maps, and social proof.
English-speaking users, in contrast, tend to conduct longer, more detailed research on desktop, value authoritative content, and often plan trips or purchases well in advance.
For businesses targeting both audiences, understanding these differences is not optional, it’s essential. Optimizing content, technical SEO, and conversion paths for each group can dramatically improve engagement, increase conversions, and reduce wasted marketing efforts. Ignoring these nuances risks losing high-intent users to competitors who are better adapted to bilingual behavior patterns.
Ready to capture both Spanish and English searchers in Costa Rica?
Schedule your free bilingual SEO consultation today and make sure your business reaches the right audience at the right time.
Your Questions Answered: Spanish and English Users in Costa Rica
Should I create separate websites for English and Spanish?
Creating separate websites can be beneficial if your audiences are large and have distinctly different search behaviors, as is the case in Costa Rica. Separate sites allow for tailored content, optimized user experience, and clearer technical SEO signals like hreflang tags. However, this approach also requires more maintenance and consistent updates. Many Costa Rican businesses find success with subfolders (e.g., /es/ and /en/) as a compromise, providing clear language targeting while keeping resources manageable. The key is ensuring each version is fully optimized for its audience rather than simply translated.
Which language should I prioritize if I have limited resources?
If resources are limited, prioritize the language that drives the most immediate business impact. For Costa Rican companies targeting local customers, Spanish content typically generates faster conversions due to transactional search intent and mobile usage. However, English content is crucial if you rely on international tourists or foreign clients. Ideally, start with Spanish for local traction, then gradually expand English pages, ensuring both are strategically planned with keywords, user intent, and technical SEO in mind.
Do bilingual users search in both languages?
Yes, many bilingual users switch between Spanish and English depending on context, device, or familiarity with specific terms. For example, they may research in English but finalize bookings in Spanish. This means businesses cannot assume a single-language approach will capture all opportunities. Tracking language-specific analytics and user paths helps identify which queries and conversion points happen in each language, allowing for more precise content and marketing strategies.
How do I handle location pages for bilingual audiences?
Location pages should be fully localized for each language. This includes translating content naturally, adjusting units, currencies, and dates, and incorporating language-specific trust signals like reviews and local references. Avoid duplicating Spanish content directly into English pages without adaptation. Using clear hreflang implementation ensures search engines serve the correct page to the appropriate language audience while preserving SEO value across locations.
What about other languages like German or French tourists?
While Spanish and English dominate the Costa Rican search landscape, tourists from Germany, France, and other countries represent niche opportunities. Consider creating dedicated pages or sections for these audiences only if their traffic justifies the effort. Otherwise, English content often serves as a bridge for international users, since many tourists understand English even if it’s not their native language. Analyze visitor data to determine if additional languages are worth investing in.
How often should I update content in each language?
Content updates should reflect user behavior, seasonality, and business changes. In Costa Rica, Spanish pages may need frequent updates to capture local promotions, events, or rapidly changing search trends. English content may be updated less often but should include seasonal travel trends, international search intent insights, and relevant resources. Regular audits, ideally every 3-6 months, ensure both languages remain relevant, accurate, and competitive in search results.;
